Detalles del Título
Detalles del Título

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Título Advances in Advertising Research (Vol. III): Current Insights and Future TrendsLibro Electrónico / En Línea - Libro
Parte de Springer eBooks 2013: Colección 2012
Autor(es) Eisend, Martin (Autor)
Langner, Tobias (Autor)
Okazaki, Shintaro (Autor)
SpringerLink (Online service) (Autor Corporativo)
Publicación Alemania : Gabler Verlag, 2012 ; Imprint Gabler Verlag
Descripción Fí­sica 1 recurso en línea
Idioma Ingles;
Series European Advertising Academy
ISBN 9783834942913
Clasificación(es) 658.8
Materia(s) Economics; Marketing;
Nota(s) Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 10th International Conference on Research in Advertising (ICORIA) which was held in Berlin (Germany) in June 2011. In the face of an ever increasing number of products and services, as well as an increasingly cluttered media environment, advertising research is confronted with multiple challenges. Against this background, the book provides international state-of-the-art research with 32 articles by renowned scholars from the worldwide ICORIA network.  
Resumen Advertising Content, Appeals, and Execution -- Corporate Responsibility, Social Issues, and Advertising -- Social Media, Online, and Mobile Advertising -- Product Placement -- Gender, Children, and Advertising -- Consumers, Companies, Brands, and their Relationships. ¿
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Número Accesos 1